social crm - connecting online communities with salesforce

Social CRM: Connecting Online Communities with CRM

Marketing

Jamie Grenney: Salesforce.comRyan Ellis: Salesforce.comMark Brundage: Adaptu

Agenda

New Concept Called Social CRM

Three Pillars of Online Community

How You Measurable ROI

Which Community Platform is Right for You

Customer Case Study: Adaptu

Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Safe Harbor

2002 2004Launched Our Community

2006IdeaExchange

was Born

2010Social Media

StrategyJoined Salesforce

2008Productized

Salesforce Ideas

My History at Salesforce

Virtually every prospect and customer

is engaged in social media and using mobile apps

Learn about new products through social channels

Trust their network and other customers to provide honest feedback

Expect you to have a complete picture of your interacts across channels

Broad Shift in Internet Usage

Today the Two World’s Are Disconnected

New Concept Called Social CRM

–Paul Greenberg“Godfather of CRM”

Social CRM is a philosophy and a business strategy,

supported by a technology platform, business rules,

workflow, process, and social characteristics,

designed to engage the customer in a collaborative

conversation in order to provide mutually beneficial

value in a trusted and transparent business

environment. Social CRM is the company’s response

to customers ownership of the conversation.

Collaborative, Closed Loop Processes

Visibility into the Conversations

Real-Time Feeds . Collaboration in Context . Mobile Access

Manage Everything On Dashboards

Online Community . CRM . Social Channels

The IdeaExchange Celebrates its 4th Birthday

Online Community On Your Site

Greatest control over the experience

Build tight integration with CRM

BlogsBlogs

Learning CenterLearning Center

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

Community On Your Site

Community On Your Site

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

SlideshareSlideshare

FlickrFlickr

Your Official Social Media Channels


Official Social Media Channels

Meet people where they live

Ideal medium to drive awareness

Easy to setup and maintain

MicroblogsMicroblogs

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

Mainstream NewsMainstream News

Other Conversations About Your Brand


Conversations On 3rd Party Sites

People are talking about your brand

You want to make sure your present to

listen, engage, and help shape brand

perception


BlogsBlogs

ForumsForums

VideoVideo

ImagesImages





BlogsBlogs


AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

Community On Your SiteCommunity On Your Site

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube


FlickrFlickr



BlogsBlogs


AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups



BlogsBlogs

ForumsForums

VideoVideo

ImagesImages




How Do These Communities Intersect?

BlogsBlogs


AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups


FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube


FlickrFlickr



Embedded YouTube Video

Become a Fan

Share with Your Network

Social SSO

Case Study: How to Make a Social Website

Incorporating All Three Pillars


BlogsBlogs

ForumsForums

VideoVideo

ImagesImages




Wire the Three Pillars Together with CRM

BlogsBlogs


AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups


FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube


FlickrFlickr



MonitoringMonitoring WorkflowWorkflow

CollaborationCollaboration

ProfilesProfiles

PreferencesPreferences

ReportingReporting

ManagementManagement DashboardsDashboards

It’s a Big Vision…

It’s a Big Vision… Requires a Big Investment

Goal is to fix what’s broken

Increase Self-Service Transactions

Provide 24/7 Support

#1 Help Communities

KnowledgeKnowledge

Log a CaseLog a Case

AnswersAnswers

IdeasIdeas

Account InfoAccount Info

Help Communities

Help Communities

Key MetricsKey Metrics

Reach Costs Satisfaction

Example



#2 Learning Centers

GuidesGuides

BlogsBlogs

VideosVideos

FeedsFeeds

PersonalizationPersonalization

Learning Centers

Learning Centers

Optimize the Customer Experience

Expand the Value They Derive

Identify New Areas for Growth


Usage Loyalty Cross-Sell


Usage Loyalty Cross-Sell

#3 Explore, Discover, Connect

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds

Discover & ConnectCommunities

Discover & ConnectCommunities

Awareness

Produce Interesting Content

Let People Connect with Others

Make Sharing Compelling

AdvocacyGrowth


Awareness Growth Advocacy


Awareness Growth Advocacy

What is Most Important to Your Business?

KnowledgeKnowledge


AnswersAnswers

IdeasIdeas


Help Communities

Help Communities

GuidesGuides

VideoVideo

BlogsBlogs

FeedsFeeds

RecommendationsRecommendations

Learning Center

Learning Center

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds

Connect with the Brand



Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness

#4 Business Applications


Lead ReferralsLead Referrals

Deal RegistrationDeal Registration

Content SharingContent Sharing

FeedbackFeedback

Business Applications

Business Applications

Custom to your Business or

Transactional Applications

Goal is to Activate Your Community

Collaborate in Private Forums

Increase Use of Self-Service Channels


Costs SatisfactionMarketplaceMarketplace Reach

Leads GrowthPipeline

Ryan Ellis

Product Manager

Salesforce.com

What Platform is Right For You?

A) Focus on Your Social Channels

Integrate Your Social Channels with CRM



ProfilesProfiles


ReportingReporting


What Is Most Important To Your Business?

KnowledgeKnowledge


AnswersAnswers

IdeasIdeas


Help Communities

Help Communities

GuidesGuides

VideoVideo

BlogsBlogs

FeedsFeeds

RecommendationsRecommendations

Learning Center

Learning Center

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds




Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness

B) Best of Breed Community Vendors

Or

Or

B) Best of Breed Community Vendors



ProfilesProfiles


ReportingReporting


Or

Or

Be Careful about the Number of Vendors



ProfilesProfiles


ReportingReporting


And…

And…

And…

And…

C) Use Salesforce as the Foundation



ProfilesProfiles


ReportingReporting


When Is Salesforce Not a Fit?



ProfilesProfiles


ReportingReporting


And…

Measure Everything on Dashboards

Community Manager Dashboard Executive Dashboard

Emailed Weekly, Monthly

Measures Community Health

Posts, Comments, Views, Unique Users,

Registered Users, Top Contributors, Data

Quality

Emailed Monthly or Quarterly

Measures Metrics Execs Cared About

Pre-Web 2.0

Engagement, Cost Deflection,

Subscribers, Leads, Pipeline,

Satisfaction, Feedback

Mark Brundage

Adaptu

Why We Created Our Community

Making Money is More Difficult

Things Costing Money Not Slowing Down

Rent / Mortgage

Student Loans

Retirement

Kids College Education

Senior Care / Healthcare

Bill / Utilities

…Keeping a Little for Yourself

Decreasing Home Values

Salary Wage Freezes

Removing/Reduction of Benefits

Cutting Back 401k Match

8% to 10% Unemployment

High Credit APR

Stringent Loan Requirements

My Finances. My Future.

Key Objectives

Communicate with Consumers

Go Where They Are Online

Transparency, Trust and Insight

Empowered to Make Better Decisions


BlogsBlogs

ForumsForums

VideoVideo

ImagesImages




Three Pillars of Online Community + CRM

BlogsBlogs


AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups


FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube


FlickrFlickr





ProfilesProfiles


ReportingReporting


Highlight Where Social and CRM Come Together

Authentication – Identity Mapped Back to Customer Records1

Management – Jive, Salesforce3

Community Apps – Blogs, Forums, Video, Profiles, Feeds2

Measurement – Reports, Dashboards4

Product Demo

Adaptu Community

August 2010

Build/BetaBranding/CommunicationsOperationsAlpha TestingLaunch PlanningSalesforce DashboardListening/Engaging

January 2010

DesignStaffingVendor KickoffListening

October 2009

Strategy/VisionStrategyConceptual DesignFundingListening

November 15th 2010

LaunchBrand Monitoring, Listen, EngageIT MonitoringCommunications CampaignCommunity Management

Project Timeline

Lessons Learned

Know your customer - listen first and then engage

Have a vision and get everyone on board

Be prepared to do everyone’s job

Build your internal fan base – especially the key people

Simplify your technology stack

Put the customer experience first, then technology

Observe how your customers communicate

Don’t separate business / IT Teams – Use work clusters

What’s Next?

Enhance the Online Experience

Enhance the Online Experience

Deeper CRM Integration

Deeper CRM Integration

MonitoringMonitoring

WorkflowWorkflow


ProfilesProfiles


ReportingReporting

ManagementManagement

DashboardsDashboards

Expand into Mobile

Expand into Mobile

The Key Takeaways from Today’s Session

The rise of social media has changed consumer behavior

Companies need to engage customers and facilitate

conversations which provide mutual value

Align your community investment with the strategic

priorities of your company

Track key metrics on the same dashboards you use to

measure leads, pipeline, and case volume

Manage the conversations and workflow in context with

your other CRM data

Questions

Jamie Grenney Salesforce.com

Search YouTube for “Setting Your Social Media Strategy” to Find More Best Practices

Mark BrundageAdaptu

Ryan EllisSalesforce.com

social crm - connecting online communities with salesforce

Technology